Eterna-matic 1000 Concept 80 – When advertising tried that little bit harder…

Eterna are a brand with a long and distinguished history. Their movement manufacturing division become one of the founding companies of ETA but their greatest contribution to the development of watchmaking was the introduction of ball-bearings to the automatic winding rotor of their watches, reducing friction dramatically which, in turn, improved the accuracy and longevity. This was such an important achievement that the five ball-bearings became the emblem of the brand.

In 1970 Eterna were promoting their Eternamatic 1000 ‘Concept 80’. For the conservative consumers of the USA they produced a traditional, if somewhat immodest ad with some grandiose claims.

Head over to Europe and things got considerably more outré and bohemian. Compare this ad from L’Express which reads:

‘He is not only “in”, the one who attacks barricades, smokes marijuana or takes LSD. Modern is he who follows closely the steps of progress, and all progress has its foundations in tradition. In either case, with the “Concept 80” you are “in”. With its case and dial, “Concept 80″ personifies the line of the future. With its movement, the famous self-winding Eterna Matic on ball bearings, recognised world-wide, offers you safety and exemplary precision.”

The pictured example will be offered for sale as lot 46 in our auction of Vintage & Modern Wrist Watches on Thursday 19th January, with an estimate of £140 – £200. To view the full auction catalogue, please visit the our website.